{"id":13797,"date":"2017-10-23T09:16:37","date_gmt":"2017-10-23T07:16:37","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=13797"},"modified":"2019-04-15T09:06:17","modified_gmt":"2019-04-15T07:06:17","slug":"ako-na-atribuciu-v-google-analytics","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/ako-na-atribuciu-v-google-analytics\/","title":{"rendered":"Ako na atrib\u00faciu v Google Analytics"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Hne\u010f na za\u010diatku si polo\u017e\u00edme nieko\u013eko ot\u00e1zok:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vieme, ako dlho trv\u00e1 na\u0161im u\u017e\u00edvate\u013eom urobi\u0165 n\u00e1kup alebo splni\u0165 cie\u013e na na\u0161ej str\u00e1nke?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vieme, ko\u013eko n\u00e1v\u0161tev prejde, k\u00fdm u\u017e\u00edvate\u013e urob\u00ed transakciu alebo spln\u00ed cie\u013e?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Meriame displayov\u00fa reklamu optim\u00e1lne?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Toto s\u00fa ot\u00e1zky, ktor\u00e9 som chcel polo\u017ei\u0165 hne\u010f na za\u010diatku, aby si ka\u017ed\u00fd mohol zodpoveda\u0165, \u010di sa ho dan\u00e1 problematika t\u00fdka. V 99 % si dovol\u00edm tvrdi\u0165, \u017ee sa problematika atrib\u00facie t\u00fdka mnoho e-shopov a taktie\u017e aj in\u00fdch foriem biznisu. Preto som sa rozhodol spravi\u0165 z tejto t\u00e9my s\u00e9riu 3 \u010dl\u00e1nkov, kde postupne prejdeme nielen teoretick\u00fa \u010das\u0165 atrib\u00facie a jej vplyvu na biznis, ale aj prakticky si zanalyzujeme atrib\u00faciu pre elektronick\u00fd obchod.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u010co je to vlastne atrib\u00facia?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Atrib\u00facia v Google Analytics je vlastne prira\u010fovanie kreditu k zdroju\/m\u00e9diu, ktor\u00e9 bolo zodpovedn\u00e9 za konverziu alebo naplnenie vami definovan\u00e9ho cie\u013ea.<\/span><\/p>\n<p>Google vysveluje atrib\u00faciu n\u00e1sledovne:<\/p>\n<blockquote><p><em>Model pripisovania<\/em>\u00a0je pravidlo alebo mno\u017eina pravidiel, ktor\u00e9 ur\u010duj\u00fa, ako sa z\u00e1sluhy za predaj a konverzie pripisuj\u00fa k jednotliv\u00fdm bodom kontaktu v r\u00e1mci\u00a0<a href=\"https:\/\/support.google.com\/analytics\/answer\/1191180\">konverzn\u00fdch ciest<\/a>. Napr\u00edklad model\u00a0<em>Posledn\u00e1 interakcia<\/em>\u00a0v slu\u017ebe Analytics pripisuje 100 % z\u00e1sluh posledn\u00fdm bodom kontaktu (\u010di\u017ee kliknutiam), ktor\u00e9 bezprostredne predch\u00e1dzaj\u00fa predaju alebo konverzi\u00e1m. Naproti tomu model\u00a0<em>Prv\u00e1 interakcia<\/em>\u00a0pripisuje 100 % z\u00e1sluh bodom kontaktu, ktor\u00e9 stoja na za\u010diatku konverzn\u00fdch ciest.<\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Na tom nie je ni\u010d zl\u00e9, lebo ka\u017ed\u00fd e-shop \u010di online biznis chce vedie\u0165, ktor\u00fd zdroj, kan\u00e1l alebo m\u00e9dium prin\u00e1\u0161a o\u010dak\u00e1van\u00e9 v\u00fdsledky. Ke\u010f\u017ee v ur\u010ditej forme investuj\u00fa peniaze do zdrojov n\u00e1v\u0161tevy ako organick\u00e9 vyh\u013ead\u00e1vanie, platen\u00e1 reklama, soci\u00e1lne siete alebo in\u00e9, tak chc\u00fa vedie\u0165, \u010di sa t\u00e1to invest\u00edcia oplat\u00ed. Probl\u00e9m je ale v tom, \u017ee defaultne Google Analytics pou\u017e\u00edva\u00a0<\/span><b>last non-direct click<\/b><span style=\"font-weight: 400;\">\u00a0model, ktor\u00fd automaticky prira\u010fuje kredit k posledn\u00e9mu zdroju pred konverziou (samozrejme, za predpokladu, \u017ee posledn\u00fdm zdrojom nebola priama n\u00e1v\u0161teva). A tu n\u00e1m nast\u00e1va probl\u00e9m, lebo povedzme si \u00faprimne, ko\u013eko z n\u00e1s nak\u00fapi produkt \u010di slu\u017ebu hne\u010f na prv\u00fdkr\u00e1t?<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Zvy\u010dajne pred n\u00e1kupom slu\u017eby \u010di tovaru si urob\u00edme prieskum. Postup m\u00f4\u017ee vyzera\u0165 nasledovne:<\/span><\/h3>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">U\u017e\u00edvate\u013e si chce k\u00fapi\u0165 tenisky na behanie, ale nevie ak\u00e9.<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Na google.sk vyh\u013ead\u00e1 cez k\u013e\u00fa\u010dov\u00e9 slovo \u201etenisky na behanie\u201c.<\/span><\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google mu vyhod\u00ed najrelevantnej\u0161ie v\u00fdsledky.<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Medzi v\u00fdsledkami sa mu zobraz\u00ed platen\u00e1 reklama.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A taktie\u017e aj organick\u00e9 v\u00fdsledky.<\/span><\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Klikne na platen\u00fa reklamu hne\u010f hore.<\/span>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Firma, ktor\u00e1 inzeruje na toto k\u013e\u00fa\u010dov\u00e9 slovo moment\u00e1lne investovala do jeho n\u00e1v\u0161tevy s \u00famyslom, \u017ee tento n\u00e1v\u0161tevn\u00edk nak\u00fapi (lebo h\u013ead\u00e1 nie\u010do, \u010do oni pon\u00fakaj\u00fa).<\/span><\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">N\u00e1v\u0161tevn\u00edk teraz prehliada str\u00e1nku s teniskami a rob\u00ed si prieskum pod\u013ea jeho preferenci\u00ed.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Povedzme, \u017ee si moment\u00e1lne vybral tenisky, ktor\u00e9 sp\u013a\u0148aj\u00fa v\u0161etky krit\u00e9ri\u00e1.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">N\u00e1sledne od\u00edde zo str\u00e1nky a vyh\u013ead\u00e1 dan\u00fd produkt v niektorom zo slovensk\u00fdch porovn\u00e1va\u010dov.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tam zist\u00ed, \u017ee str\u00e1nka, na ktorej si vybral produkt, pon\u00faka aj najlep\u0161iu cenu, tak sa tam preklikne priamo z porovn\u00e1va\u010da.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">U\u017e\u00edvate\u013e bol u\u017e ale unaven\u00fd a i\u0161iel spa\u0165 &#x1f4a4; s t\u00fdm, \u017ee si tie tenisky k\u00fapi zajtra &#x261d;.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Na druh\u00fd de\u0148 pri\u0161iel do e-shopu napriamo vp\u00edsan\u00edm\u00a0<\/span><span style=\"font-weight: 400;\"><a href=\"http:\/\/www.exampleeshop.sk\">www.exampleeshop.sk<\/a>.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">K\u00fapil si tenisky, ktor\u00e9 si vybral, a t\u00fdm dokon\u010dil cel\u00fa konverziu.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Toto je len pr\u00edkladov\u00e9 spr\u00e1vanie ur\u010dit\u00e9ho u\u017e\u00edvate\u013ea. N\u00e1kupn\u00e1 cesta u\u017e\u00edvate\u013ea je individu\u00e1lna pre ka\u017ed\u00e9ho jedn\u00e9ho \u010dloveka. Z\u00e1le\u017e\u00ed od produktu \u010di slu\u017eby, ktor\u00e9 h\u013ead\u00e1me, lebo napr\u00edklad sp\u00f4sob, ak\u00fdm by sme vyh\u013ead\u00e1vali dovolenku, sa bude l\u00ed\u0161i\u0165 od n\u00e1kupu l\u00edstku do kina cez internet. V\u017edy treba ma\u0165 na pam\u00e4ti racion\u00e1lnos\u0165 va\u0161ich d\u00e1t. Vr\u00e1\u0165me sa sp\u00e4\u0165 k n\u00e1\u0161mu pr\u00edkladu:<\/span><\/p>\n<p><b>Ot\u00e1zka:\u00a0<\/b><span style=\"font-weight: 400;\">Ktor\u00fd zdroj by z\u00edskal kredit za t\u00fato konverziu v \u0161tandardnom reporte (last non \u2013 direct click model)?<\/span><\/p>\n<p><b>Odpove\u010f :\u00a0<\/b><span style=\"font-weight: 400;\">Porovn\u00e1va\u010d \u2013 referral<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00f4vodom je u\u017e zmienen\u00fd last non \u2013 direct click model, a teda cel\u00fd kredit za konverzie bude priraden\u00fd k porovn\u00e1va\u010du, odkia\u013e pri\u0161iel u\u017e\u00edvate\u013e naposledy pred priamou n\u00e1v\u0161tevou. \u010co s t\u00fdm teraz? Ako viem priradi\u0165 kredit zdrojom, ktor\u00e9 napom\u00e1hali pri ukon\u010den\u00ed konverzie?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0164a\u017eko sa bude vysvet\u013eova\u0165 v\u00fdkon ppc kampan\u00ed alebo zo soci\u00e1ln\u00fdch siet\u00ed zo \u0161tandardn\u00fdch reportov, av\u0161ak, ke\u010f pou\u017eijete\u00a0<strong>multi channel funnels report<\/strong>, viete prinies\u0165 viac svetla do spr\u00e1vania u\u017e\u00edvate\u013eov, ako aj va\u0161ich marketingov\u00fdch invest\u00edci\u00ed.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Multi-Channel Funnels<\/span><\/h2>\n<h3><b>Podmienka:<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Na to, aby ste mohli pou\u017e\u00edva\u0165 multi-channel funnel reports, potrebujete ma\u0165 nasledovn\u00e9 veci:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mus\u00edte ma\u0165 nastaven\u00e9 ciele alebo transakcie<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mus\u00edte ma\u0165 spr\u00e1vne otagovan\u00e9 kampane z v\u00e1\u0161ho marketingu (hlavne tie mimo siete Google)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ma\u0165 z\u00e1ujem, na z\u00e1klade t\u00fdchto nov\u00fdch zisten\u00ed, urobi\u0165 po\u017eadovan\u00fa akciu (alok\u00e1cia budgetu)<\/span><\/li>\n<\/ol>\n<p>Denne sa stret\u00e1vame s \u00fa\u010dtami, ktor\u00e9 nemaj\u00fa nastaven\u00e9 ani len jeden cie\u013e a t\u00fdka sa to aj va\u010d\u0161\u00edch firiem. Ak nem\u00e1te implementovan\u00e9 e &#8211; commerce rie\u0161enie alebo nastaven\u00e9 ciele, multi channel funnel report bude z\u00fdva\u0165 pr\u00e1zdnotou.<\/p>\n<h3>\u010co je teda multi &#8211; channel funnels report<\/h3>\n<p><b>Multi-channel funnels report\u00a0<\/b><span style=\"font-weight: 400;\">je report, ktor\u00fd n\u00e1m pom\u00e1ha priradi\u0165 kredit naprie\u010d v\u0161etk\u00fdmi rel\u00e1ciami. V dne\u0161nej dobe je \u0165a\u017ek\u00e9 vysvet\u013eova\u0165 klientovi, pre\u010do Adwords neprin\u00e1\u0161a to\u013eko konverzi\u00ed. Sk\u00faste mu uk\u00e1za\u0165 tento report:<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-13830\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image1-4.png\" alt=\"\" width=\"1503\" height=\"696\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image1-4.png 1503w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image1-4-300x139.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image1-4-1024x474.png 1024w\" sizes=\"(max-width: 1503px) 100vw, 1503px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ke\u010f mu uk\u00e1\u017eete tento report, m\u00e1te v ruk\u00e1ch odpovede, pre\u010do Adwords neuzatv\u00e1ra konverzie, ale pritom je st\u00e1le ve\u013emi d\u00f4le\u017eit\u00fd, ke\u010f\u017ee napom\u00e1ha pri ich uzatv\u00e1ran\u00ed. Na obr\u00e1zku vy\u0161\u0161ie sa Adwords kampaniam v celku dar\u00ed aj uzatv\u00e1ra\u0165 konverzie. Ke\u010f si chceme overi\u0165, ktor\u00fd zdroj viac asistuje pri konverzi\u00e1ch, ako ich uzatv\u00e1ra, tak si pozrieme report v Google Analytics nazvan\u00fd assisted conversions AKA asistovan\u00e9 konverzie.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-13833\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image4-3.png\" alt=\"\" width=\"1488\" height=\"585\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image4-3.png 1488w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image4-3-300x118.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image4-3-1024x403.png 1024w\" sizes=\"(max-width: 1488px) 100vw, 1488px\" \/><\/p>\n<p>Tu m\u00e1me jednotliv\u00e9 zdroje zoraden\u00e9 pod sebou a Google Analytics urob\u00ed t\u00fa m\u00e1giu a uk\u00e1\u017ee n\u00e1m inform\u00e1cie oh\u013eadom toho ako na\u0161i n\u00e1v\u0161tevn\u00edci vyu\u017eivaj\u00fa r\u00f4zne cesty na dokon\u010denie n\u00e1kupn\u00e9ho procesu.<\/p>\n<p><span style=\"font-weight: 400;\">Teraz si vysvetl\u00edme, \u010do vlastne v tom reporte vid\u00edme:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">V st\u013apci assisted conversions vid\u00edme po\u010det transakci\u00ed, za ktor\u00e9 nebol dan\u00fd zdroj priamo zodpovedn\u00fd, ale asistoval pri konverzii na za\u010diatku jej cesty<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">V druhom st\u013apci vid\u00edme hodnotu v EUR, pri ktorej zdroj asistoval<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">V st\u013apci last click or direct conversion vid\u00edme po\u010det transakci\u00ed pre dan\u00fd zdroj, ke\u010f bol priamo zodpovedn\u00fd za konverziu<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">V \u010fal\u0161om st\u013apci vid\u00edme hodnotu v EUR pre zdroj, ke\u010f bol priamo zodpovedn\u00fd za konverziu<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A v poslednom st\u013apci vid\u00edme pomer medzi asistovan\u00fdmi konverziami\/priamymi konverziami<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Posledn\u00fd st\u013apec n\u00e1m vie poveda\u0165, ktor\u00fd n\u00e1\u0161 zdroj je lep\u0161\u00ed na ukon\u010denie konverzie alebo je len s\u00fa\u010das\u0165ou n\u00e1kupn\u00e9ho procesu. Ak sa va\u0161e\u00a0<strong>ratio\/pomer v poslednom st\u013apci bl\u00ed\u017ei k nule<\/strong>, to znamen\u00e1, \u017ee dan\u00fd zdroj je zodpovedn\u00fd viac za ukon\u010denie konverzi\u00ed, teda\u00a0<strong>je uzatv\u00e1rac\u00edm zdrojom n\u00e1kupn\u00e9ho procesu<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Naopak, ak\u00a0<strong>ratio je nad 1<\/strong>, to znamen\u00e1, \u017ee zdroj je viac\u00a0<strong>zodpovedn\u00fd za asistovan\u00e9 konverzie<\/strong>\u00a0a nach\u00e1dza sa v priebehu n\u00e1kupn\u00e9ho procesu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Ak ratio je rovn\u00fdch 1<\/strong>, zdroj\u00a0<strong>je rovnomerne zodpovedn\u00fd za asistovan\u00e9, ako aj ukon\u010den\u00e9, konverzie<\/strong>.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Vieme, ako dlho trv\u00e1 na\u0161im u\u017e\u00edvate\u013eom urobi\u0165 n\u00e1kup alebo splni\u0165 cie\u013e na na\u0161ej str\u00e1nke?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Na obr\u00e1zku ni\u017e\u0161ie si m\u00f4\u017eete v\u0161imn\u00fa\u0165, \u017ee 29 % konverzi\u00ed bolo uskuto\u010dnen\u00fdch po prvej n\u00e1v\u0161teve. To znamen\u00e1, \u017ee v 29 % pr\u00edpadoch n\u00e1v\u0161tevn\u00edk urobil 2 a viac n\u00e1v\u0161tev, aby urobil po\u017eadovan\u00fd n\u00e1kup. M\u00f4\u017eeme si taktie\u017e v\u0161imn\u00fa\u0165, \u017ee v 12 % pr\u00edpadoch n\u00e1v\u0161tevn\u00edk urobil 12 a viac n\u00e1v\u0161tev. Ke\u010f\u017ee ka\u017ed\u00e1 rel\u00e1cia m\u00e1 svoj zdroj n\u00e1v\u0161tevy (pam\u00e4t\u00e1te, zdroj n\u00e1v\u0161tevy je dimenzia, ktor\u00e1 m\u00e1 rozsah na \u00farovni rel\u00e1cie), je nepravdepodobn\u00e9, \u017ee v\u0161etky n\u00e1v\u0161tevy individu\u00e1lneho n\u00e1v\u0161tevn\u00edka bud\u00fa len z jedn\u00e9ho zdroja. Ak sa teraz prihl\u00e1site do v\u00e1\u0161ho analytics \u00fa\u010dtu a m\u00e1te podobn\u00fd report tomu n\u00e1\u0161mu, atrib\u00facia je nie\u010do, \u010do sa v\u00e1s t\u00fdka, a mali by ste s \u0148ou za\u010da\u0165 pri alok\u00e1cii budgetu na v\u00e1\u0161 marketing.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-13832\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image3-4.png\" alt=\"\" width=\"1371\" height=\"759\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image3-4.png 1371w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image3-4-300x166.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image3-4-1024x567.png 1024w\" sizes=\"(max-width: 1371px) 100vw, 1371px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Meriame displayov\u00fa reklamu optim\u00e1lne?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Displayov\u00e9 kampane maj\u00fa v\u017edy probl\u00e9m obst\u00e1\u0165 v konkurencii \u010fal\u0161\u00edch marketingov\u00fdch kan\u00e1lov, lebo display kampa\u0148 nie je ch\u00e1pan\u00e1 ako zdroj na ukon\u010denie konverzie, ale sk\u00f4r na zv\u00fd\u0161enie z\u00e1ujmu v \u010dase, ke\u010f sa \u010dlovek e\u0161te len rozhoduje, \u010di dan\u00fd tovar chce alebo nie. Na obr\u00e1zku ni\u017e\u0161ie m\u00f4\u017eeme vidie\u0165, ako sa spr\u00e1va displayov\u00e1 kampa\u0148 v tomto pr\u00edpade.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-13831\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image2-4.png\" alt=\"\" width=\"1236\" height=\"819\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image2-4.png 1236w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image2-4-300x199.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/image2-4-1024x679.png 1024w\" sizes=\"(max-width: 1236px) 100vw, 1236px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Pop\u00ed\u0161me si, \u010do na obr\u00e1zku vid\u00edme.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na obr\u00e1zku vy\u0161\u0161ie m\u00f4\u017eeme vidie\u0165, \u017ee displayov\u00e1 reklama sa nach\u00e1dza v r\u00f4znych krokoch n\u00e1kupn\u00e9ho procesu. Vid\u00edme ju na za\u010diatku, v strede, ale aj na konci n\u00e1kupn\u00e9ho procesu. V\u017edy je d\u00f4le\u017eit\u00e9 vc\u00edti\u0165 sa do tohto spr\u00e1vania a vedie\u0165 si predstavi\u0165, ako n\u00edm u\u017e\u00edvate\u013e prech\u00e1dza. Hne\u010f prv\u00fd riadok v reporte vid\u00edme, \u017ee najprv bola platen\u00e1 reklama a potom pri\u0161iel n\u00e1v\u0161tevn\u00edk cez display kampa\u0148.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Teraz sa p\u00fdtate, ako je mo\u017en\u00e9, \u017ee displayov\u00e1 reklama uzatvorila konverziu. V tomto pr\u00edpade n\u00e1\u0161 klient pou\u017e\u00edva viacero marketingov\u00fdch n\u00e1strojov a medzi nimi je aj tool, ktor\u00fd pom\u00e1ha vraca\u0165 \u013eud\u00ed sp\u00e4\u0165 do ko\u0161\u00edka, aby nak\u00fapili tovar, ktor\u00fd si tam vlo\u017eili. V\u017edy je d\u00f4le\u017eit\u00e9 si dan\u00fa cestu od\u00f4vodni\u0165, ak\u00fdm sp\u00f4sobom sa stala, aby ste neprira\u010fovali kredit k nespr\u00e1vnym zdrojom.<\/span><\/p>\n<p><b>NOTE: V\u017edy sa ubezpe\u010dte, \u017ee zbierate d\u00e1ta, ktor\u00e9 sp\u013a\u0148aj\u00fa kvalitu (100 % d\u00e1ta neexistuj\u00fa), lebo v\u00e1m bude multi-channel funnel report ukazova\u0165 \u00fadaje pod\u013ea toho, ako ich zbierate. Ak va\u0161i developeri chodia na str\u00e1nku napriamo, testuj\u00fa objedn\u00e1vky a vy ich nem\u00e1te vyfiltrovan\u00fdch, m\u00f4\u017eu v\u00e1m zna\u010dne zne\u010disti\u0165 d\u00e1ta a reporty.<\/b><\/p>\n<h1><span style=\"font-weight: 400;\">Z\u00e1ver<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Dnes sme tro\u0161ka pribl\u00ed\u017eili, \u010do to je atrib\u00facia, a \u010di sa v\u00e1\u0161ho online biznisu t\u00fdka alebo nie. Budeme radi, ke\u010f n\u00e1m i vy pribl\u00ed\u017eite va\u0161u atrib\u00faciu pre v\u00e1\u0161 biznis \u2013 \u010di tam vid\u00edte nie\u010do nezvy\u010dajn\u00e9.\u00a0 Nabud\u00face si prejdeme prakticky ur\u010dit\u00e9 atrib\u00fa\u010dn\u00e9 modely a aj si ich dopodrobna vysvetl\u00edme. Ver\u00edm, \u017ee minim\u00e1lne vo v\u00e1s tento \u010dl\u00e1nok vzbudil pozornos\u0165 a pozriete si atrib\u00faciu vo va\u0161om analytickom \u00fa\u010dte<\/span>\u00a0\ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hne\u010f na za\u010diatku si polo\u017e\u00edme nieko\u013eko ot\u00e1zok: Vieme, ako dlho trv\u00e1 na\u0161im u\u017e\u00edvate\u013eom urobi\u0165 n\u00e1kup alebo splni\u0165 cie\u013e&#8230;<\/p>\n","protected":false},"author":66,"featured_media":13799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[200],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13797"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/66"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=13797"}],"version-history":[{"count":4,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13797\/revisions"}],"predecessor-version":[{"id":14240,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13797\/revisions\/14240"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/13799"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=13797"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=13797"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=13797"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}